The denim jacket has a smart tag on the sleeve cuff that allows cyclists to control their paired smartphone.

For marketers this is an opportunity just like mobile device was in early 2000s.

Wearable technology has the potential to change how marketers gather data, reach out to users, advertise and convert customers.

Here are the aspects of marketing that wearable technology will change:

Content Marketing Strategy

Content marketing strategy will have to adapt to wearable devices. Smaller screens on smart watches and eye-wear mean that information has to be less than 140 characters.

Marketers cannot rely on blogs and videos to pull in users. This will put pressure on marketers to come up with snippets of information that are relevant to readers.

This is not necessarily bad news though. Wearables will also give marketers lots of real time information (as we will see in next point) that will allow them to come up with extremely targeted messages.

Content may also be delivered in voice as most wearables lack screens.

In fact, Google’s ZMOT research suggests that an average consumer has more than 10 brand touch-points on his customer journey.

Wearables will also alter this buyer’s journey by adding to it or maybe even making it shorter.

Timely push notifications by a brand may speed up the process by giving enough touch-points in a shot span of time.

More importantly, brand interactions will become part of the usual day where brands don’t have to sit around waiting for users to log in online for interaction.

An example could be a blood sugar level alert after every meal by a healthcare brand.

Wearables App Development

Most wearables do not have screens fit for traditional website and mobile applications.

For this marketers will have to invest in wearable optimized application. The content of the application must be customized to buyer’s stage with clear call to action to move the customer further along the funnel.

Wearable apps could be used to send push notifications that compel users to check brand apps or website.

The marketing funnel itself may not change much but the steps and call to action will change according to the device.

Whether users will actually make purchase on smart watches remains to be tested.

However, going by the number of people using mobile apps for sensitive tasks such as banking, it is possible that people will embrace any channel that is convenient and safe.